Malvika Mehra, ex-NCD of Grey Group India, has announced the launch of her venture, Tomorrow Creative Lab.
Mehra exited Grey in May 2015. She started work on the new venture in June 2016.
On the entrepreneurial venture, she said, "There is an opportunity to stretch the canvas for a brand’s creative expression beyond ‘pure play advertising’. And while remaining firmly rooted to the ‘big brand idea’ (and ideals), bring serious design craft and technology to the forefront of brand building. Agencies operate in the idea space. Design houses are heavy on aesthetics. Digital is more technology and less craft. For me, it’s brand building through design, technology and ideas. I'm calling it a creative lab because I’d ideally want to help from inception to when a brand is out in terms of communication. With start-ups we could also be giving ideas about the product."
Mehra, who has studied applied arts, said her 'design gene is now kicking in', while emphasising the importance of design and design craft.
The team will be lean, informed Mehra. She said, "I’m working on a collaborative space. Work will require varied talent, so I can do a plug and play for different pieces. I’ll look at the brief and collaborate with cherry-picked experts for the job at hand. Be it fashion designers, sonic branding experts, fragrance specialists, interior decorators, content writers, insight catalysts, spatial designers or animators. I want to explore magical new ways for brands to delight and inspire people and deliver unforgettable brand experiences. Whether via a powerful design initiative, an intuitive tech solution, an emotive communication piece, an interactive installation, or a brand expression that hasn’t even been thought of yet."
Tomorrow Creative Lab has begun work for Vivaana Hospitality, among other clients. The mandate covers space restoration, interior design, brand story and identity for a heritage palace in Chandni Chowk, Delhi.
The agency also worked on the brand identity and space design for a cafe in Mumbai (Desi Deli), besides nomenclature and identity for art marketplace Mojarto, an NDTV venture.